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The current President and CEO of Subaru Corporation, Tomomi Nakamura, is stepping down and making way for a new Boss of the Japanese automaker. Subaru Corporation announced today they would make the change in June 2023. As a result, there will be sweeping changes coming soon.
We assume more support was needed within the current management structure regarding how fast the automaker should move to an all-electric model lineup. However, due to the new Subaru Corporation, President and CEO Atsushi Osaki will likely accelerate the plan to move Subaru to new eco-performance all-wheel-drive models.
The accelerated plan will include moving the current lineup of its top-selling Crosstrek subcompact SUV, Outback midsize SUV, and Forester compact SUV models to hybrid and all-electric powertrains sooner than was previously planned. In addition, more all-new battery-electric vehicles (BEV) models will also be produced in the next five years than previously announced.
Subaru customers may also see an accelerated plan with its performance division STI (Subaru Tecnica International) and bring a new hybrid or all-electric Subaru WRX STI sooner than expected.
Tomomi Nakamura became president and chief operating officer in June 2018, a promotion from being president of Subaru of America. In 2017 Subaru admitted it had allowed uncertified staffers to conduct final car tests for more than 30 years at two plants in Gunma Prefecture, leading to a domestic recall of 417,000 vehicles.
Nakamura moved from Corporate Vice President and Senior General Manager, Subaru Global Marketing Division, to chairman and CEO of Subaru of America effective April 1, 2014.
Subaru of America had seen dramatic increase of sales while Nakamura was CEO
647,956 2017
615,132 2016
582,675 2015
513,693 2014
424,683 2013
Nakamura predecessors ,President Yasuyuki Yoshinaga, became president in 2011 and in 2018 he become chairman and CEO.
The current President and CEO of Subaru Corporation, Tomomi Nakamura, is stepping down and making way for a new Boss of the Japanese automaker. Subaru Corporation announced today they would make the change in June 2023. As a result, there will be sweeping changes coming soon.
While it is natural to predict sweeping changes in a press release as a result of a new CEO, I see this change as expected and not as revolutionary.
In February 2020 Subaru Corporation officially joined the Toyota Motor grou, so it was clear from that point that Toyota hybrid technology would be used in future Subaru's. Tesla's momentous announcement of the $35,000 model 3 came in February of 2019. Tesla's market Cap went from $3.86B at the end of 2012 to $75.71B at the end of 2019 and on to $668.90B at the end of 2020,
Subaru's market cap went from $9.76B at the end of 2012 to $15.33B at the end of 2020 so it was obvious to every automaker in the world that they were going to have to introduces BEVs. The 1,765 Solterra's delivered in the last four months in America is so modest, that deliveries under the new CEO will clearly blow these BEV sales away.
The current President and CEO of Subaru Corporation, Tomomi Nakamura, is stepping down and making way for a new Boss of the Japanese automaker. Subaru Corporation announced today they would make the change in June 2023. As a result, there will be sweeping changes coming soon.
We assume more support was needed within the current management structure regarding how fast the automaker should move to an all-electric model lineup. However, due to the new Subaru Corporation, President and CEO Atsushi Osaki will likely accelerate the plan to move Subaru to new eco-performance all-wheel-drive models.
The accelerated plan will include moving the current lineup of its top-selling Crosstrek subcompact SUV, Outback midsize SUV, and Forester compact SUV models to hybrid and all-electric powertrains sooner than was previously planned. In addition, more all-new battery-electric vehicles (BEV) models will also be produced in the next five years than previously announced.
Subaru customers may also see an accelerated plan with its performance division STI (Subaru Tecnica International) and bring a new hybrid or all-electric Subaru WRX STI sooner than expected.
Both Subaru and Toyota were on the slow road to EVs. Now both have replaced their CEOs within the last 6 months. I think a stronger emphasis on EVs is coming for both of them.
Certainly Toyota is going back to the drawing board and all these vehicles planned for the e-TNGA platform are going to be shelved. Toyota will develop a new, better platform. They saw that the market response to the bZ4X was poor, and they recognized that Tesla was cleaning their clock. This is all good news for Toyota. e-TNGA was going to fail, so rather than fail big, they are trying to fail small and quickly do a do-over. That's the right thing to do.
The main problem with Subaru imo, is they haven't been about to scale very well. They ramp up deliveries too slow and model lineups and too skimpy vs other car makers. Of course bigger companies have more resources but there should be more ways to take their global platform and build more variety of cars.
Of course bigger companies have more resources but there should be more ways to take their global platform and build more variety of cars.
Subaru has been relatively unsuccessful compared to oher Japanese automakers in becoming a global company. Nissan sells over a million vehicles in china, for instance. Subaru concentrates on US, Canada, and Australia. Subaru has only minimal sales in Europe, China and Russia.
But in the US in 2022 Subaru outsold Nissan in SUVs by 40%. Of course Nissan vastly outsells Subaru in the US in cars.
186,480 Rogue
57,862 Pathfinder
54,879 Kicks
30,074 Murano
11,923 Armada
341,218 Nissan SUV
.
155,142 Crosstrek
147,262 Outback
114,096 Forester
63,704 Ascent
480,204 Subaru SUV
Most of the Japanese automakers peaked in number of vehicles sold in the US in 2017, and now they are suffering at the Korean automakers and a revived domestic industry Nissan sales have dropped by over 50% and Honda is not far behind.
Of course in global revenue Nissan is ~3X as large and Honda is ~5X as large as Subaru.
Meh. Subaru has always been the cheap AWD option for snow country. That’s not a good demographic for EV and hybrids are in conflict with the “cheap” part.
Meh. Subaru has always been the cheap AWD option for snow country. That’s not a good demographic for EV and hybrids are in conflict with the “cheap” part.
Kind of like those long lasting lightbulbs that you put in your closet and they payback the upfont cost when you are 110 years old (if you don't hit them with your stepladder).
Subaru sold 22% of their vehicles with a turbocharger in 2021. I am kind of hoping they will add plug-in hybrid motors to those turbocharged vehicles and make them ultra efficient and expensive, and just leave the naturally aspirated engines as still inexpensive. California Air Resources Board rules permit Subaru to meet their Zero Emission Vehicle requirements solely with Plug in Hybrids as long as they go 50 miles on a charge.
BMW, Stellantis, Ford, General Motors, Honda, Hyundai, Kia, Mercedes, Nissan, Toyota, and Volkswagen are only allowed 20% of their vehicles to be PHEVs to meet ZEV requirements.
According to CARB, Jaguar Land Rover, Mitsubishi, Mazda, Subaru, and Volvo can meet their requirements with PHEV although Jaguar Land Rover and Volvo look like they are going with Battery Electric Vehicles anyway since that is their market. Mitsubishi, Mazda, and Subaru can have some BEVs, but they are not required to make them 80%.
While it is true that Subaru has the greatest market share in the snowy mountain states, California is a massive market and Subaru sells ~12% of their US sales in California. California has roughly 12% of the population of the United States.
2022 registrations in CA by brand (excluding 5 brands that registered over 100,00 vehicles - Toyota, Tesla, Ford, Honda, Chebrolet)
80,626 Kia
72,879 Mercedes
70,075 Nissan
65,149 Hyundai
63,799 Subaru
61,718 BMW
56,216 Jeep
48,726 Lexus
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